Dealers in 2017 report that their number one priority for digital marketing is increasing lead conversion. However, there’s more to reaching online customers than getting them to fill out forms, since we know only 10% of car shoppers will fill out an online contact form or communicate via email. Many car shoppers engage with your site for information and resources, with no interest in converting at all– but they are still there for a reason.

A great digital strategy should include website optimization for both lead capture and lead engagement. With both more, and better, opportunities for conversion, and resources to engage buyers at every stage, dealerships can expand their reach online– which is the first step to making more sales in person. Let’s attack each category to get to the bottom of this.

This is a great time in the auto industry for dealers looking to capitalize on technologies that drive leads and grow sales from third-party automotive websites. Consumers have evolved and continue to command more and more seamless and transparent digital engagement with dealers, forcing companies and dealerships to evolve as well.

One such emergence over the years as dealership websites continue to improve in their ability to engage visitors, is the importance of driving quality website traffic. There are numerous tools and products available for dealers to generate specific types of website traffic, and the discerning dealer has much to consider when implementing tactics and techniques to attract shoppers online from third-party automotive sites.

Acquiring Shoppers from Third-Party Automotive Sites

When a shopper searches the web for vehicles, they initiate an experience that for most is bewildering. Studies and tests have shown that the average consumer does not intimately know or grasp the nuances of finding the best vehicle to meet their needs, and when they begin searching for answers, there is an abundance of information now available.

The web is littered with thousands of websites designed to take advantage of this by acquiring visitors through search and paid media and then monetizing this traffic through advertising, capture forms, and now by referring these visitors to paying dealers.

The problem for dealers, however, is that while they are paying to acquire these website visitors, qualifying this traffic and vetting it out to determine the true value of these website visitors is difficult. Practically speaking, dealers are relying on their websites to do the vetting.[Read more…]

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Editors

Jeff Kershner

I’m the founder of DealerRefresh. I got my start in the dealer business when I was 18. From there I've worked throughout several departments within fixed to variable ops. Whether it’s managing the desk, perfecting sales process or studying online marketing and media trends, I absolutely love this business and the challenges it brings. On top of keeping up with DealerRefresh, I consult with dealerships and key industry businesses. My passion has been and continues to be helping dealers leverage new media to sell and improve customer service.

Alex Snyder

2019 marks Alex's 30th year in the car business. In that time he has had a front-row seat for the rise of the Internet and has been working to bring the online and offline dealership experience closer. Whether you knew him from his life at Checkered Flag or his years with Dealer.com/DealerTrack/Cox Alex has remained an opinionated DealerRefresh contributor who enjoys nothing more than to poke at the unsaid truths in our industry. He also helped found FRIKINtech.